THE INFLUENCE OF CELEBRITY ENDORSER, PRODUCT QUALITY AND PRICE ON PURCHASE DECISIONS AND CUSTOMER SATISFACTION ON VIVO BRAND

Smartphone is a virtual communication tool in two directions that makes easy for individuals to interact through short message, telephone and an internet network. The purpose of this study was to analyze the influence of celebrity endorser, product quality and price on purchasing decisions and customer satisfaction. This research used quantitative methode with population 100 respondents who use Vivo brand smartphones in Surabaya. The analysis used partial least square, data obtained from questionnaires and tested with the SmartPLS 3.0. The results showed that the variable celebrity endorser, product quality and price had a significant effect on purchasing decisions, and purchasing decisions have a significant effect on customer satisfaction. Conclusion showed that sponsor more look for customers who using Vivo smartphones, which have affordable or discounted prices so customers make reapeat purchase and satisfied.

Hypothesis 1 : Celebrity endorsers have a significant effect on purchasing decisions. Hypothesis 2 : Product quality has a significant effect on purchasing decisions. (Kotler dan Armstrong, 2012) quality is a characteristic of a product in its ability to meet predetermined and definite needs. According to (Buchari Alma, 2007) quality is the advantage possessed by these products. Quality in the view of consumers is something that has its own scope that is different from the quality in the view of the producer when issuing a product that is commonly known as actual quality.

Product Quality
This research explores the effect of product quality variables on purchasing decisions and customer satisfaction, using product quality indicators proposed by (Tjiptono, 2008) that is : performance in a product, product durability, product features. Hypothesis 3 : Price has a significant effect on purchasing decisions. Hypothesis 4 : Supporters of celebrities have a significant influence on customer satisfaction.
Price (Philip Kotler dan Gary Amstrong, 2008) in a narrow sense, price is a number of bills for a product or service. For the broad meaning, the price is the nominal amount that has been given by consumers in order to benefit from owning or using a product or service. This study uses the price indicator put forward by (Kotler dan Armstrong, 2012): affordability of prices, price compatibility with quality, price competitiveness, price compatibility with benefits. Hypothesis 5 : Product quality has a significant effect on customer satisfaction. Hypothesis 6 : Price has a significant effect on customer satisfaction.

Purchasing Decision
According to (Kotler, Philip., 2004) argues that: "purchasing decisions are the stage of the decision process where the consumer actually purchases the product". The purchasing decision making process consists of five stages: recognition of needs, information seeking, evaluating alternatives, purchasing decisions, and behavior after purchase. This study uses indicators of purchasing decisions according to (Philip, 2009) : needs and desires for a product, the desire to try, a decision to buy from who (supplier), a decision about the time to buy, a decision in the way of payment. Hypotesis 7: Purchasing decisions significant effect on customer satisfaction. (Tjiptono, 2008), the word customer satisfaction is a post-purchase evaluation where the chosen alternative will produce results (results) equal to or more than consumer expectations, while dissatisfaction will arise if the results obtained cannot meet customer expectations. This study uses indicators of customer satisfaction according to (Tjiptono, 2008): confirmation of hope, interest in repurchasing, no complaints about the product.

METODOLOGY
Research uses a quantitative approach is a method based on the philosophy of positivism, used to examine the population or a particular sample, data collection using research instruments, data analysis is quantitative / statistical, with the aim of testing what has been determined (Sugiyono, 2008). This research variable consists of independent variables, Celebrity endorser, Product quality and price. Intervening variables Purchasing decisions and variables are bound to customer satisfaction. The population in this study were consumers who use vivo cellphones in Surabaya, as many as 100 respondents. The data analysis technique uses Partial Least Square (PLS) with SmartPLS 3 software.

RESULT AND DISCUSSION
The R-Adjusted purchase purchase decision variable is 0.812 or 81.2%. The results show that the independent variable celebrity endorser, product quality, and price contribute 81.2% to the purchasing decision and the remaining 18.8% is influenced by other factors, while the R-Adjusted customer satisfaction variable equal to 0.817 or 81.7%, this result shows that the independent variable celebrity endoser, product quality and price contribute 81.7% and the remaining 18.3% is influenced by other factors.
In testing the hypothesis, a data must meet a criterion, and the hypothesis is said to be accepted if the tstatistic value is greater than t-table and if the p-value is less than 0.05 and vice versa. The output of the SmartPLS is as follows: Based on the results of the analysis, it can be seen that the celebrity endorser is positive and significant towards the purchasing decision with the results of the p-value 0.000 <0.050 and the t-staistic value> t-table which is 6.829> 1.661.
The results of this supported study by previous research conducted by (Suryani, 2016) entitled "The Influence of Celebrity Endorser, Brand Image, and Trust in the Purchase Decision of Male Biore Facial Cleansers" which states that Celebrity Endorsers partially have a positive and significant effect on the decision to purchase Biore Men products. Hypothesis 2 : Celebrity endorser on customer satisfaction Based on the results of the analysis, it can be seen that celebrity endorsers have a positive and significant effect on customer satisfaction with the results of p-value 0.001 <0.050 and t-staistik> t-table, 2,999> 1,661.
The results of this study are supported by previous research conducted by (Pakpahan, 2017) entitled "The Influence of Celebrity Endorser Credibility on You-C 1000 Vitamin Purchasing Decisions and Customer Satisfaction in Pekanbaru City" which states that celebrity endorsers have a significant effect on the decision to purchase You-C 1000 Vitamins in Pekanbaru City.
The results of this study are supported by previous research conducted by (Sunarto, 2015) entitled "The Influence of Product Quality on Purchasing Decisions at the Kartika Magetan Leather Craft Shop" which states that there is a significant overall effect between product quality on purchasing decisions at the Kartika Magetan leather shop ". And research conducted by (Widayanti, 2016) entitled "The Influence of Product Quality and Prices on Decisions on the Purchase of Honda Motorcycles in Campus 1 Students of Krida Wacana Christian University" which states that product quality has a significant influence on purchasing decisions.

Hypothesis 4 : Product quality on customer satisfaction
Based on the results of the analysis it can be seen that product quality has a positive and significant effect on customer satisfaction with the results of p-value 0.009 <0.050 and t-staistik> t-table which is 2,392> 1,661.
The results of this study are supported by previous research conducted by (Putra, G. P., Arifin, Z., 2018) entitled "The Influence of Product Quality on Purchasing Decisions and Their Impacts on Consumer Satisfaction (Survey of Business Administration Students of the 2013 and 2014 Faculty of Administrative Sciences Universitas Brawijaya Purchasing Campus Data Packages)" which states that product quality has a significant effect on customer satisfaction. And research conducted by (Lenzun, 2014) entitled "The Effect of Product Quality, Prices and Promotions on Prepaid Telkomsel Card Customer Satisfaction" which states that product quality has a significant effect on Telkomsel prepaid card customer satisfaction.

Hipotesis 5 : Price on purchase decision
Based on the results of the analysis it can be seen that prices have a positive and significant effect on purchasing decisions with the results of p-value 0.000 <0.050 and t-staistik> t-table which is 3.249> 1.661.
The results of this study are supported by previous research conducted by (Widyawati, 2015) entitled "The Effect of Services and Prices on the Decision of Purchasing Samsung Brand Smartphones at UD. Surya Phone in Samarinda "which states that prices have a significant influence on Samsung's smartohone brand purchase decisions at UD. And the research conducted by (Widayanti, 2016) entitled "The Effect of Product Quality and Prices on Honda Motorcycle Purchase Decisions on Campus 1 Students of Krida Wacana Christian University" which states that prices have a significant influence on purchasing decisions.

Hipotesis 6 : Price on customer satisfaction
Based on the results of the analysis, it can be seen that prices have a positive and significant effect on customer satisfaction with the results of p-value 0.021 <0.050 and t-staistik> t-table which is 2.041> 1.661.
The results of this study are supported by previous research conducted by (Lenzun, 2014) entitled "The Effect of Product Quality, Prices and Promotions on Prepaid Telkomsel Card Customer Satisfaction" which states that prices have a significant effect on Telkomsel prepaid card customer satisfaction. This shows that the more affordable and according to price and the benefits offered to consumers, the more satisfied consumers feel after buying and using a Vivo brand Smartphone.
This shows that consumers who decide to purchase a Vivo brand smartphone, because consumers feel satisfied after buying and using a Vivo brand smartphone.

Indirect Effects Celebrity Endorser for Customer Satisfaction through a Purchase Decision
The results of this study indicate that celebrity endorsers have a positive and significant indirect effect on customer satisfaction through purchasing decisions. This is because the p-value of 0.008 <0.050 and t-statistics> t-table 2.426> 1,661.
This shows that with the celebrity endorser who is able to promote and convince Vivo products to customers by giving a positive image, the higher the feeling of satisfaction of consumers after buying and using a Vivo brand smartphone.

Product Quality for Customer Satisfaction through Purchase Decisions
The results of this study indicate that product quality has a positive and not significant effect on customer satisfaction through purchasing decisions. This is because p-value 0.012> 0.050 and t-statistic <t-table 2,274 <1,661.
This shows that the better the quality of the product given to consumers in accordance with the needs and desires of consumers, the higher the level of satisfaction of customers after buying and using a Vivo brand smartphone.

Price for Customer Satisfaction Through Purchasing Decisions
The results of this study indicate that prices have a positive and significant effect indirectly through purchasing decisions. This is because the p-value of 0.033 <0.050 and t-statistics> t-table 1,848> 1,661.
These results indicate that the more affordable and in accordance with the price.

CONCLUSION
From the results of processing the data above, it can be concluded that the variable celebrity endorser, product quality and price have a positive and significant influence on purchasing decisions and customer satisfaction. It showed that sponsor more look for customers who using Vivo smartphones, which have affordable or discounted prices so customers make reapeat purchase and satisfied.